These days, brands are tripping over each other to create personalized experiences that will draw customers into stores and keep them coming back. Retailers and brands have opened pop-up and concept stores galore with varying degrees of success.

The way Nike thinks about converging physical and digital worlds may be most clearly represented in its latest concept, Nike Live. The first such store, Nike by Melrose, is a 4,557 square-foot, single-level space located at 8552 Melrose Avenue in Los Angeles. The store, which has “pop-up vibes” but won’t go away anytime soon, is nestled along a fashionable, upscale retail strip in a neighborhood also home to single-family houses and premium apartments. READ MORE